In a further example of the ‘On the internet nobody knows your a backlist book‘ story:

The team closely tracks events and milestones that may present an opportunity—including some of the more offbeat occasions—and keeps a large white board in Open Road’s downtown offices to track potential openings. Chou recalled one such offbeat milestone: Geek Pride Day. Last year, Open Road used this occasion to push out a video with author James Gleick, who talked about being a science nerd. And in another video, bestselling fantasy author Barbara Hambly donned a pirate costume.

According to Chou, Open Road’s targeted videos in various outlets have a “significantly” better click-to-buy rate than traditional ads. Milestone marketing recently helped to propel Walter Lord’s classic bestseller, A Night to Remember, a definitive account of the Titanic’s last hours originally published in the 1950s, to #1 on the New York Times e-book nonfiction bestseller list, tied to the anniversary of the ship’s sinking.

via At Open Road, Backlist Is the New Frontlist.